“They will be desperately hoping next month won’t mark the sixth but this Black Friday performance won’t be giving them much hope.

“Like it or loathe it, this American import is now firmly part of the UK’s shopping calendar and it takes a bold retailer to withhold discounting.

“The weeks leading up to Christmas are no longer the golden trading period but a discounting frenzy fuelled by attempts to entice shoppers into stores and rescue poor sales performance for the year to date.”

Ms Michael added: “It’s unfortunate, but likely, that we’ll see more high-profile store closures next year. With today’s shoppers enticed online, on mobile and on social media, competition is rife and brand loyalty is essential.

“Consumers are in charge now and it’s up to retailers to fight hard for their attention and pounds.

“Putting technology and the customer experience first, while making some tough decisions about their physical portfolio, will be the focus for retailers as we enter 2019.”